How Your Subject Line Gets Them to Open
This campaign helped increased email revenue by 102% YOY.
Subject lines were only part of it. But they mattered.
Most brands blast their entire list with the same subject line and wonder why open rates keep dropping.
Here are 8 subject line tactics that actually work when you're sending to real customers:
1️⃣ Focus on customer behavior
❌ "New arrivals you'll love"
✅ "You left these in your cart"
Customer behavior drives response more than generic assumptions about who they are.
2️⃣ Lead with urgency using accurate and honest information
❌ "LAST CHANCE (until next week)"
✅ "Size 8 back in stock (12 left)"
Fake urgency trains customers to ignore you, but actual scarcity drives action.
3️⃣ Make the benefit immediate and specific
❌ "Our best sale of the year"
✅ "25% off the jacket you viewed yesterday" Your vague promises get ignored. Specific value gets opened.
4️⃣ Ask a question that assumes intent
❌ "Ready to shop?"
✅ "Still thinking about it?"
One feels pushy, the other feels way more human.
5️⃣ Reference past purchases to build context
❌ "You might also like..."
✅ "Goes perfectly with the hat you ordered"
This only works if it's true. But when it's true, it works.
6️⃣ Use brackets to add context
❌ "AMAZING NEW DROP"
✅ "New colors [your size in stock]"
Brackets add information while CAPS only add volume.
7️⃣ Test short vs. descriptive based on your customer
Some customers need context: "The snapback that sold out in 48 hours is back" Some just need the update: "Restocked"
Test both. Once you know what works, focus on it.
8️⃣ Don't bury the point
❌ "Exciting news about something you're going to love"
✅ "Your order ships tomorrow" If you have something to say, say it. Teasing doesn't work in inboxes.
At Fluency Firm, we rebuilt Branded Bills' email system from the ground up.
But, subject lines were only part of the strategy.
We tightened segmentation to send to fewer, more engaged customers. We tailored content to specific audiences.
And we built lifecycle touchpoints that kept customers coming back after their first purchase.
Yes, the subject line tactics above helped us get opens. But the system behind them turned those opens into revenue.
👉 102% email revenue increase YOY.
👉 59% email conversion rate increase YOY.
👉 15% email traffic increase YOY.
Subject lines matter.
But only if the system behind them knows when to send, who to send to, and what action you're trying to drive.
Got anymore tips you'd add to this list? Let me know in the comments.
If you're doing $10M+ and your email system feels like it's on autopilot without a strategy behind it, book a free Fluency consult.
